WALL TO WALL COVERAGE
Launching the UK’s biggest clean air mural
Pictures: Hannah Judah Photography
8,012,910,374
TOTAL MEDIA REACH
5
BROADCAST OPPORUNITIES
30+
PIECES OF COVERAGE INCLUDING BBC NEWS, EG (ESTATES GAZETTE), ITV MERIDIAN
What was the challenge?
We were asked by FI Real Estate Management, one of the UK’s most established names in commercial asset and property management, to create and execute a media relations campaign around the creation of the UK’s largest clean air mural at The Bulb Southampton, its exciting office development.
The PR campaign had several strands:
- Announcing the project/public vote to choose the design; start of the mural; project completion and finished mural; ongoing awareness/STEM engagement.
- Help change perceptions of the building – it was previously a drab 1980s office block
- Positive news coverage across media to raise awareness of the new look, new name, letting potential – and positive environmental message around the special paint being used etc.
- Engage all stakeholders including current tenants, local council, university students etc.
Our approach
Timing was everything with this campaign; we created an eight-week campaign which encapsulated all of the key milestones, and which engaged national and broadcast press at the right time i.e. when the mural started to take shape.
This involved regular updates from the team on site and close liaison with TV and radio to ensure they visited at the right stage of the project to get maximum impact.
We also had to work closely with the artist and paint company to ensure the environmental messaging was correct.
As well as drafting news releases for each stage, we visited the site and arranged calls and meetings with all the key stakeholders including the local council, the artist, Nerone, his support team at Lawless Studio, the team at Graphenstone Paints, the sales agent at Omega RE and FI REM themselves.
As well as spawning great news coverage in print, online, TV and radio, we secured an artist Q&A with top property title EG, and ongoing talks with architect title RICS around a feature.
The brief to Cab Campaign was to attract maximum exposure to the project to help build the brand and change perceptions of the building within the city. This was achieved across all platforms attracting interest from local, national, and international media outlets.
We have been delighted with the results and now have an asset attracting interest from business across the country.
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